Unkillable

We turn venture-backed startups into crazy fast-growing Scaleups like: Move, Wayhome, Forward Partners, Ramp Network, The Dots, Blok, Uncapped and many more.

Founded to be Unkillable and help others become Unkillable with the Core & Explore Growth Operating System and OKR framework

CEO 

Co-Founder

Google

Advising GfS Startups on OKRs, Product-led-Growth, Prodict-Market-Fit, and Fundraising strategy

AI Product Advisor

Shilling

Founder LP

Seedcamp

Seedcamp Expert Collective - AI, Growth, PMF

ZayaAI

Strategic Advisor

Uncapped

Setting up and hiring the Growth team. 
Setting the organization's Growth goals. 
Separating the known from the unknown 
Implementing Core & Explore™️ (OKRs and Growth process).

Growth Advisor to C-Suite

Forward Partners

Forward Partners is a UK-based VC and studio that we took from private to public (AIM LSE)

I was focused on implementing Core & Explore™️ (OKRs and Growth process) and using it to spin out new ventures, grow NAV, and navigate the path through the IPO.

Advisor to C-Suite (NAV and IPO focus)

The Dots

Implementing Core & Explore™️ (OKRs and growth process)

ICE List

Committee Member

MoveGB

Deloitte Fast50 SW winner - 3rd fastest-growing startup of 2017 - with 6,053% growth 

https://www.deloitte.co.uk/fast50/winners/2017/winner-profiles/movegb/

I turn Startups > Scaleups. PMF and PLG. I write about it at growth-goals.com ✉️ - check it out

👋 I'm Andrew. I love fast-growing Startups. Ex-founder, small-time investor, and I write about Growth/PMF/OKRs.  

I've built high-growth companies in London and Silicon Valley. Over the years, I've sat on all sides of the table as a founder, investor, operator, and advisor. Currently, I have an AI and web3 bias, but I have been everywhere. 

During this journey, I created the Growth/OKR process Core & Explore™, which is now used by thousands of Startups and some large companies. 

Previously, I graduated 500 Startups; was an EIR at Seedcamp; led product and growth at my own Startup; mentored and advised VC funds; and helped behind the scenes at the founder community ICE.

Andrew Crump

I changed the way I take time off.
⁣
Back in my early Startup days in Silicon Valley, I squeezed work into every possible hour. Nights, weekends, whatever was left.⁣
⁣
I told myself that more time working meant faster progress.⁣

 I didn’t realise until much later that choosing the right things to focus on had a far greater impact than simply doing more.⁣
⁣
One of the best pieces of advice I ever got was from Lee Strafford, who told me to start taking half a day every week out of the office just to think.⁣

I went further.⁣

I started blocking a full day.⁣

Looking back, most of the important decisions in my career came from those days, not from the late-night grind.⁣
⁣
I’ve experimented with different ways of working - long days, short bursts, different schedules - but in the end, I realised it’s a marathon, not a sprint. ⁣
⁣
There are moments when we need to push hard.⁣

But staying in the game comes from focused work, done consistently, with enough recovery to stay sharp.⁣
⁣
Now I treat time away from work as part of the operating system.⁣
Thinking days. Long walks. Time with people outside our bubble. Anything that forces distance from the day-to-day.⁣
⁣
Now, I deliberately plan my time outside of work. I fill my schedule with things that force me to step back.⁣
⁣
Startups aren’t about the number of tasks we complete, they’re about choosing the few things that truly matter. But it’s almost impossible to do that when we’re buried in the weeds.⁣
⁣
🧡📈

Ex. Founder/CEO, now Writer/Investor/Advisor. 🧡 PMF, Growth & OKRs

Here's what nobody tells you⁣⁣:
⁣⁣
We run Startups in a world of unknowns.⁣⁣⁣
Most of what we do does not deliver the outcome we want.⁣⁣⁣
⁣⁣⁣
And still, we often prioritise badly.⁣⁣⁣
⁣⁣⁣
We end up working on things that are not tied to the most important goal right now.⁣⁣⁣
Or things that would only matter at a later phase.⁣⁣⁣
Or things that only make sense if something else turns out to be true.⁣⁣⁣
⁣⁣⁣
In that kind of environment, prioritisation is even more important than in a world with certainty.⁣⁣⁣ It always matters, but in a Startup full of unknowns, it matters more.⁣⁣⁣
⁣⁣⁣
The impact comes from picking:⁣⁣⁣
⁣⁣⁣
- The right goal⁣⁣⁣
⁣⁣⁣- The right time frame⁣⁣⁣
⁣⁣⁣- The things that are actually impactful now⁣⁣⁣
⁣⁣⁣
The problem is not a lack of ideas.⁣⁣⁣

So we tell ourselves the problem must be capacity.⁣⁣⁣ We think the way to win is to get more done.⁣⁣⁣
⁣⁣⁣
But if there are 10 things we could do, and one of them delivers basically nothing while one of them delivers 10x growth, then the difference comes from prioritisation, not volume.⁣⁣⁣
⁣⁣⁣
When we work on things that are not impactful, or not the most impactful, that is just wasted resource.⁣⁣⁣
⁣⁣⁣
We need a ruthless way of prioritising what we do and why, aligned with our constraints and outcomes, and simple checks to see if the work will actually be impactful.⁣⁣⁣
⁣⁣⁣
The systems we use to prioritise are often more impactful than having more cash or more resource.⁣⁣⁣

One of the biggest mistakes many Startups make is not prioritising the work of prioritisation.

Our growth problem is not ideas!

It's how we rank them.

There’s a very good argument to say the true key to growth is the high-quality ranking of ideas.⁣⁣
⁣
For any goal there are 1000s of projects we could work on.⁣ The problem is deciding which ones to actually do.⁣⁣
⁣
⁣⁣As founders we love to trust our gut. This is absurd.

Gut instinct is not logical, it’s inherently biased.⁣⁣
⁣
⁣⁣It might even be right most of the time - which is worse. When it’s wrong, we’ll never see it coming.⁣⁣
⁣
⁣⁣There is always a logical answer to which project comes first.⁣⁣
⁣
⁣⁣Even if it feels uncertain, a project with 10% probability of success should always come before one with 5%.⁣⁣
⁣
Once we accept that, the job becomes simple: rank the projects, then work down the list.

⁣⁣The great thing about ranking projects - we’re not saying no to anyone’s idea.⁣⁣
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⁣⁣We’re saying: not yet.⁣ 

If an idea is outside the top three, it’s unlikely to happen - but it might.⁣⁣
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⁣⁣One simple way we can rank: ICE.

Impact - How much it moves the goal if it works
Confidence - How likely it is to work
Ease - How hard it is to ship

⁣⁣Example:

Redesign signup flow vs change the CTA button colour.

Impact: redesign wins.
Confidence: redesign wins (we know the current flow is confusing).
Ease: colour change wins.

So which do we run?

Impossible to answer without the goal!

If the goal is a tiny 0.1 percent uplift, a full redesign is madness.
⁣⁣
ICE is heuristic, not a scoring system.⁣ If there’s no strong confidence anywhere, that’s fine.⁣⁣
⁣
We are to run small projects to build confidence.

Treasure Data

Senior Account Executive

Adobe

Enterprise Sales Account Manager

Solution Consultant

Greenlight

Senior Creative Strategist

FootballUnited.com

FootballUnited believe that real fans know more about their football team than regular journalists - so we're working to give fans all the tools they need to share their expertise, insight & passions. Free, of course.

Editor

Senior Account Executive with 15+ years experience working in digital across a range of roles spanning startups, agencies and technology vendors. 

For the past 10 years I've had a particular focus on helping organisation utilise their data to inform and orchestrate connected customer experiences.

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